Analysis Existing Product (Smile Campaign)

Analysis Existing Adverts ( Print / TV )

I Am The Future 2019 (TV AD)

Codes and conventions into the advert

Encoded Emotional responses from the director making the audience feel guilty. Within the scene, Every location is based on poverty and unsafe environment (dirty water, dirty clothes, unhealthy people, destroyed location, black people, 3rd world country) their life will be the lowest point of life possible. They will have brutal memories to remember from their past location if animals are involved. It will be unsafe for its owner or abundant.

Editing is based upon simple and clear promotion. The text is san-sera font making sure it's clean and very well visible, Text will include the company name and how to donate/help the organization. Shoots and sizes will be mixed to overlap that feeling of living with that scenario, presenting more meanings. For example, some shots will be under eye level to show that the main character is less powerful then an average person walking while doing that other shots will include flashbacks of low life was when everything was fine.

Sound will be based mostly on how the scene is narrative which will be done slow and unwelcoming representing melancholy effect on the scene also to create realism ambient sound will be used a lot.

The subject will be in the middle of the scene very well placed in presenting shots giving the direct address, at the end of the campaign.

Overall what I have learned

My understanding overall towards adverts wasn't the best, but now I have improved editing and knowledge of what needs to be inside an advert to make it look like one. Not every advert had a secret message but the most successful ones had something that the audience needs to decode. It can be from the way of lifestyle to the way of how the audience can help. 

My main Idea was something similar to their image, having a person talk with the audience straight upfront and become a main focus. narration also, my plan was to create interference with narration and the walking actor to be going against what a narrator would be saying 'cause it will create people watching this advert to have multiple opinions of whats going on within the mise en scene.

I've had capability to create a shot list which represented similar imagery colors and stage direction because i was quite happy with the way this video was capable to change mind sets towards people with just imagery showing whats going on behind the main actor and then her script links very well with how everything behind her happening made sense.

Editing wise and camera direction was very important on how everything linked so well and thats why i got impressed by how it fit. I was ready to recreate something similar of how the world changes around the actor but also her appearance changes too this seemed like it involved their decor and make-up team highly.

Sound has been professionally mixed and very well executed to create separate emotions only with sound, Voices are clear towards narration and diegetic sound too (steps, voices, environment ambience ect.). Therefore this has been quite educational advert of how audience eliminates specific codes sends by sound and by visuals too.